Businesses must use clickmaps to add more context to their A/B tests

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 20, 2019, 10:07 AM UTC

It can be used to track customer “click behaviour” on a continuous basis.

Clickmaps and heatmaps are tools brand owners must use to understand how customers interact with webpages. E-commerce brands can look at click behaviour of consumers with Confetti reports, and overlay Reports let brands gain deeper insights into a customer’s profile.

Brands can look at the “click behaviour” of customers that have successfully converted versus those that didn’t complete the purchase. Companies can use overlay and confetti reports to compare the click behaviours of users that are logged in against non-user behaviour.

Clickmaps can add more context to the results of A/B testing being run on a site. Further, they compare two variants side-by-side to study each variation’s impact on click behaviour on the page. Additionally, clickmaps are useful in consistently monitoring website user experience.

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